1. HAYDON MEDIA
Proposal
Producer(s): Lois Moyes Evans Production Title: Habits (Stay High) Tove
Lo Music Video
Brief: To create a music video which contains all the typical conventions of real music
videos
Aim: To create a visual and narrative music video using the song Habits by Tove Lo
Description of your intentions:
Ideally, I would like to create a music video which encapsulates the true emotion and
meaning of the song - following Goodwin’s theory of matching visuals to the lyrics. I
would like the video to be narrative based, combined with a small mild piece of
performance to keep cutting back to - when the protagonist sings straight to the camera
for example, but nothing too heavy as I want the focus to be on the narrative behind the
song so the audience can emphasize with the protagonist.
Due to the somewhat dark lyrics of the song, I would like to make my main subject story
quite serious, however not overly depressing – I want it to cover some serious issues that
the audience can relate to which will make the video enjoyable to watch. An idea that I
have been thinking about is having a troubled girl, wondering the streets, hanging around
with the wrong people, going out at night, smoking, drinking etc. Doing all this in order to
forget someone who walked out of her life, because it’s the only way she knows how to
forget. To cut away from this dark narrative, the same actor will also be in the black box
under a spotlight in order for the audience to clasp the innocent side of the character,
making it clear that she is just a girl trying to break out of the ‘Habits’ she has picked up.
In terms of using the camera, I will be using shots such as wide angles and mid shots
during the narrative. However during the song when I want to clasp the meaning of the
lyrics I will be using extreme close ups to make everything significant and clear to the
audience. I feel like the close ups of the protagonist’s face will be ‘invading’ however this
is what I want due to the idea of ‘exposing’ the actor. The editing will be slightly jumpy
and fast paced to fit the pace of the song.
In terms of Mise-en-scene, The look I am going for with my protagonist of the video is
slightly undone, making it look like no effort has been made with her appearance,
however effortlessly looking appealing to the audience.
Within the black box, my models make up will appear glanderous however, her eyes will
2. be heavy with black make up with it dripping down her face while she cries. This will
further enhance what the lyrics are saying as she is trying to 'stay high' and act like she is
ok. The made up face showing that she is trying, while it is being ruined, showing that this
act is being destroyed. I would like my artist to have messy, undone, natural looking hair
to again, give the impression that no effort has been made. Making it appear unbrushed,
conveying she cannot bring herself to look nice because there is no one to look nice for.
However, at the same time, again, appealing to the audience. During the video, I am to
get my artist to keep touching her hair, putting it to the opposite side to further mess it
up and appear effortless. My artist will be wearing big, baggy cardigans, almost coming of
her shoulder to give a 'scruffy' appearance to her look. This will enhance the idea that she
does not care for fashion. Furthermore, knee high boots and short skirts will give the
effect that she likes to go out and 'party'. By staying in the same outfit, will give the
impression that she does not go home and will spend as much time as possible out trying
to have a good time. Furthermore, I would also like her to wear grungy looking clothing,
being unbranded - dark clothing. The main props shown throughout the music video are
drugs and alcohol we see these in the club scenes, this relates to the song as it’s what she
has turned to too help cure her feelings towards a man who she’s in love with but she’s
not enough for him.
I aimfor the audience to either emphasize or sympathize with the protagonist due to the
events and struggles they witness throughout the video. I want to make the character
likable so this will entice the viewer to like the song and want to keep watching the video.
The protagonist will show teenage, young adult related behavior that relates to a teenage
audience, as well as showing her personality throughout the music video which makes it
easier to relate to.
Target Audience:
The Target audience this video will be aimed mainly at females. However, males too. This
is due to the female protagonist. However, the genre of the song being ‘dance’ is
generally liked by both males and females. The age range would be between 16-25 year
olds due to this being within the age range of the protagonist and the narrative being
more relatable within this range. I picture my target audience being interested in the
genre of both dance/indie music. A typical sociable teenager who goes out etc. So they
can really relate to the song. Promotional areas for my music video would typically be on
bus stops, underground, busses etc due to this being used by the younger majority of the
population. This age group will also be high on social networking sites where the video
will be posted and further advertised.
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